• why killer products don't sell
    6
    Mar

    Why killer products don’t sell

    Even the best products cannot overcome a poor sales process. Match your sales culture to your customer’s buying culture to successfully introduce your product and close opportunities. Identify your product’s sales needs and select the right approach to one of four buying cultures. Why Killer Products Don’t Sell by Ian Gotts and Dominic Roswell   It has long been understood that ...
  • Platform-Scale
    7
    Feb

    Designing a platform business

    Successful platform design requires a focus on interactions, a clear set of incentives for producers and effective filters for consumers. Starting a platform business means solving the chicken-or-the-egg problem. All platforms grapple with jump-starting their communities and ensuring long-term value creation. Carefully designing and monitoring interactions to ensure benefit for both sides, participation, effective matching and curation, and measurable ways to build audiences ...
  • The Marketing Playbook
    31
    Mar

    Picking the right marketing play

    Find your industry gaps, understand your customers and competitors and objectively assess your own capabilities. Then, combine the five essential marketing plays as your business evolves. The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market by John Zagula and Richard Tong Zagula and Tong present five key marketing strategies and a method for evaluating which is ...
  • The Marketing Playbook
    23
    Mar

    The Five Essential Marketing Plays

    Assess your market, your competition, and your strengths, then pick one of five essential marketing plays. In The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market authors John Zagula and Richard Tong, now both at Ignition Capital, show how all marketing strategies can be condensed into one of five basic plays. Based on their experience at Microsoft ...
  • Software Ecosystems by Amrit Tiwana
    20
    Oct

    Software platforms: redefining the basis of competition

    Competition in the software sector is moving from individual products and services to platform ecosystems. Five key trends are pushing companies to platform strategies. Platform Ecosystems: Aligning Architecture, Governance, and Strategy by Amrit Tiwana   Platform Ecosystems describes the dynamics that are driving the new basis of competition in software. This is one of the few books in-depth available on product ...
  • 13
    Sep

    Marketing as Strategy

    Marketing is uniquely situated to help companies achieve business goals. To do this, the CMO must rise above tactical metrics and the four P’s. Marketing As Strategy: Understanding the CEO’s Agenda for Driving Growth and Innovation by Nirmalya Kumar   In Marketing As Strategy Nirmalya Kumar exhorts marketers to step up, use marketing as a strategic lever, and move beyond the traditional four P’s. ...
  • Escape Velocity
    6
    Jan

    The Three Horizons Model and Category Power

    Manage your portfolio of businesses or products by using a three horizon model. Horizon 1 are current offerings; Horizon 3 are forward-looking bets; and Horizon 2 is the bridge. Escape Velocity by Geoffrey Moore    Although most businesses aspire to enter high growth categories, go-to-market considerations often conflict with portfolio management and result in resource allocation to low-growth, but highly material, products ...
  • disruption
    16
    Dec

    Disruption, Conventions, and Vision

    Disruption: Overturning Conventions and Shaking Up the Marketplace by Jean-Marie Dru Writing about advertising and branding, Jean-Marie Dru describes the Disruption method he used at the global advertising agency BDDP Group. Identifying conventions, finding disruptions, and developing a guiding vision form a cycle which can break through creative blocks and create powerful new concepts. Although he focuses on advertising, Dru emphasizes widely ...